Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the __Journal of the Academy of Marketing Science (JAMS)__ and __AMS Review__. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.​ Front Matter....Pages i-xliii An Ethical Perspective on Sustainable Business Practices....Pages 1-1 Attributions of Authenticity: Employee Perceptions of Corporate Social Responsibility Programs....Pages 2-2 Comparing Codes of Ethics Among the Top Companies in Australia, Canada and the USA....Pages 3-3 Definitions, Theories, Drivers and Managerial Implications: Grounding Global Strategic Sustainability....Pages 4-4 Motivating Pro-Environmental Behaviors: Utility of the Decisional Balance Scale, Self-Efficacy and Reactance....Pages 5-5 Empirical Investigation of Data Quality and Validity of Cognitive Valence and Content of Thoughts: Trained Independent Raters Versus Trained Original Respondents....Pages 6-6 Empirical Agreement Between Formative and Reflective Measurement Models: A Monte-Carlo Analysis....Pages 7-7 Determining the Number of Segments in Fimix-Pls....Pages 8-8 The Performance Implications of Market-Based Assets and Innovation Capabilities....Pages 9-13 Exploring US Consumers Understanding of Carbon Offsets....Pages 14-18 Consumer Acceptance of Renewable Energies – Target Group Segmentation Based on the Classification of Private end Users into Lifestyle Typologies in Germany....Pages 19-19 Who Cares About a Fair Trade Label? on The Impact of Consumer Attitudes on Brand Relevance of Fair Trade Products....Pages 20-20 The Network Effects of Product Portoflio Characteristics on Parent Brand Equity....Pages 21-21 Nonprofit Brands: The Importance of Brand Image in Charitable Giving....Pages 22-22 A Comparison of Selected Reputation Measures’ Convergent and Criterion Validity....Pages 23-23 The Value of Corporate Reputation for Shareholders: Evidence from Germany for DAX 30 Companies....Pages 24-24 Charting Chatter: What Consumer Generated Advertising Seems to be Saying About Brand Personality....Pages 25-25 The Effect of Complaint Handling on Consumer Word-Of-Mouth: Assessing Difference Between Wom Givers and Receivers....Pages 26-26 Facilitating the Development of Firm-Customer Relationships in Online Retailing Contexts Through Virtual Community Cultivation....Pages 27-27 Linking Brand Equity to Organizational Outcomes....Pages 28-28 The Feeling of Regret in Ebay Auctions: The Role of Snipers....Pages 29-29 Is Market Segmentation Dead? A Conceptual Model of the Effect of Segmentation Choices on Marketing Performance....Pages 30-30 Market-Oriented Search in Differentiated Industries....Pages 31-31 Core Business Processes Link Market Orientation and Business Performance....Pages 32-36 A Step Forward Toward Discernment of Co-Branding Strategy....Pages 37-37 Attribute Alignability and Value Relevance in a Late Entrant Strategy....Pages 38-38 Multiple Brand Alliances: A Portfolio Diversification Perspective....Pages 39-39 New Thoughts on Brand Disposal Strategies of Multinational Firms....Pages 40-40 Connecting with Customers: The Effects of Cultural Differences on Service Encounters....Pages 41-41 From Sentiment Towards Advertising to Materialism and Vanity: An Assessment from the Middle Eastern Perspective....Pages 42-42 An Expanded Model of Consumer Evaluations of Live Musical Performance: Antecedents and Behavioral Outcomes....Pages 43-43 Real-Time Service Encounters and Customer Satisfaction: Online Monitoring of Core Service Delivery....Pages 44-48 Market Performance Influenced by Miles & Snow’s Business Typologies, with Narver & Slater’s Market Orientation and Hrebiniak & Joyce’s Organizational Adaptation as Moderators....Pages 49-53 The Marketing Effect on the Firm Value....Pages 54-58 The Economic Side of Relationship Marketing....Pages 59-59 Collaborative Communication, Interaction Orientation, Marketing Capabilities and Core Processes Performance....Pages 60-60 What Drives Competitors to Cooperate?: Antecedents of Collective Marketing Coopetition....Pages 61-61 True or False? a Study of Falsehoods in Market Intelligence Dissemination Within Organizations....Pages 62-62 Caricatures, Cartoons, Spoofs and Satires: Political Brands as Butts....Pages 63-63 Corporate Branding in South Africa....Pages 64-64 Reducing Ecological Footprints Through Individual Social Responsibility: A Consumer Perspective....Pages 65-65 Investigating the Customers’ Loyalty to Technology-Based Self-Service Coupons....Pages 66-66 A Review and Update of the Classification of Goods System: A Customer Involvement System....Pages 67-67 Opening Channels of Thought: Understanding the Value of Place....Pages 68-68 Towards an Informed Choice: Education on the World Market....Pages 69-69 Marketing Issues in the Private Tertiary Education: The Case of Cyprus....Pages 70-70 What do Companies in Iceland Need to do In Order to Succeed Following the Collapse of the Economy of That Small Country?....Pages 71-75 Customer Value in Business Markets – A Research Summary and Proposal for an Extension....Pages 76-80 Buyer-Selling Firm Relationship and Gender as a Moderating Effect....Pages 81-81 Crouching Economy, Hidden Strategy: Goals and Priorities in Global Sourcing....Pages 82-86 The Relationship Exchange in Chinese Business-To-Business Marketing....Pages 87-87 Doing Business as Usual Wouldn’t Cut it Anymore: Gender Identity and Consumers’ Brand Perceptions....Pages 88-88 Re-Focusing the Domain of the Marketing Discipline in a Managerially-Relevant Way....Pages 89-89 Life Sciences Marketing: Benefit-Based Segmentation of Functional Food Markets....Pages 90-90 Integrated Cognitive Model Incorporating Means-End Chains, Marketing Audit and Resource-Based View....Pages 91-91 Brand Interdependency Versus Brand Dependency: A Maslow’s Self-Actualization Perspective....Pages 92-96 Brand Community Participation....Pages 97-97 How do They Really Help? An Empirical Tudy of the Role of Different Information Sources in Building Brand Trust....Pages 98-98 A Mixture Model to Estimate Customer Value for E-Services....Pages 99-103 Linking Service and Innovation Processes on the Internet: A Framework for Customer-Firm Constellations in Electronic Networks....Pages 104-104 Service Quality in the Iranian Cellular Telecommunications Market....Pages 105-109 Effects of Adaptive Selling Behavior and Customer Orientation on Performance: An Empirical Analysis of Pharmaceutical Salespeople in an Emerging Market....Pages 110-110 What Sales People do: Observations of Successful Behaviors in Live Sales Meetings....Pages 111-115 An Introduction of Dominance Analysis in the Personal Selling Context....Pages 116-116 The Influence of Sales Control Systems on Salespeople’s Adaptive Knowledge, Selling Behaviors and Sales Performance: An Investigation of Individual and Contextual Effects....Pages 117-117 Political Risk: Literature Review....Pages 118-122 Adapting to Adaptive Behavior: Dealing with the Intellectual Property Laws of the Russian Federation: 1992-2008....Pages 123-127 Does User-Friendly Always Matter? The Moderating Role of Temporal Distance and Information Asymmetry....Pages 128-128 Decomposing the Effect of Information Technology Tools on New Product Quality and New Product Market Performance: A Phase-Based Analysis....Pages 129-129 Strategic Pricing Decisions as Cornerstones for Successful Marketing Management: An Empirical Study on Technology-Based SMEs....Pages 130-130 The Joint Influences of Interaction and Entrepreneurial Orientatoin on Product Innovation....Pages 131-131 The Drivers and Implications of Fast Track New Product Development....Pages 132-132 Key Determinants of Retail Internationalization: An Institutional Theory Approach....Pages 133-133 A Conceptual Model for Retailer-Vendor Strategic Partnerships....Pages 134-134 Impact of Malls on Small Retailers....Pages 135-138 Traits Versus States: How Consumption Affects our Sense of Self....Pages 139-139 The Effects of Self-Congruency and Product Type on the Purchase Intention of Real Versus Virtual Products....Pages 140-140 The Role of Self-Concept Brand Image Congruity in Consumers’ Attitudinal Formation and Attitudinal Brand Loyalty: A View From Utilitarian and Hedonic Product Brands....Pages 141-141 Discriminatory Choice Factors in University Selection: A South African Perspective of Different Ethnic Groups....Pages 142-142 Cause-Related Marketing in South Africa: The Influence of Structural Campaign Elements....Pages 143-147 A Sales Perspective on Service Dominant Logic....Pages 148-148 A Roadmap of Soa-Based Framework for Internet-Enabled CRM....Pages 149-153 Buyer Organization Mapping: New CRM Tool for Salespeople....Pages 154-154 Interrelations of Advertising Channels—An Empirical Study on Online Purchase Behavior....Pages 155-155 Tailoring Advertisements for The Generation 50+: The Role of Activity and Modesty for Self-Verification....Pages 156-160 Beyond Sentry and Seeker: A New Look at Consumer Coping Behaviors With Interpersonal Marketing Persuasion....Pages 161-161 The Effects of Social Norms on Consumers’ Responses to Mobile Advertising....Pages 162-166 A Typology of Channel Organizations....Pages 167-167 Distribution Strategies for Enhanced Channel Partner Performance....Pages 168-172 My Product, My Self: Self-Presentation Concerns in Product Evaluation....Pages 173-173 Affect-Regulation Through Nostalgia-Shopping....Pages 174-174 The Effect of Goal Activation on the Evaluation of Hybrid Products: The Role of Category Familiarity in the Dilution of the Means-Goal Association....Pages 175-175 Relational Confusion....Pages 176-176 Studying Customer Value of Social Network Services....Pages 177-177 Satisfaction – Loyalty: It’s Not That Simple....Pages 178-178 Effects of Service Quality, Trust, and Perceived Value on Customer Loyalty: The Case of Mobile Subscribers....Pages 179-179 The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market....Pages 180-180 Sales Managers’ Learning Orientation, Salespeople Goal Orientation and Overall Organizational Performance....Pages 181-181 Field Sales Management Control Systems: Influence on Salespersons’ Psychological and Behavioral Responses....Pages 182-182 The Impact of Change in the Sales Process on Sales Performance: A Multi-Level Analysis....Pages 183-183 A Mission of Civic Engagement: The Evolution of a Service Learning Project in Marketing....Pages 184-184 Developing Alternative Measures for Service Quality in Higher Education: Empirical Evidence from the School of Physical Education and Sports Sciences....Pages 185-185 The Growth of Global Exposure in MBA Programs....Pages 186-186 Creative Leaders’ Views on Managing Advertising Creation....Pages 187-187 The Effects of Spokesperson Accent on Attitude Toward Advertising and Brand: A Hedonic Versus Utilitarian Perspective....Pages 188-188 Should Charitable Organizations Evoke Personal Nostalgia?: Effect of Nostalgic Appeals on Donation Intentions.....Pages 189-189 Does Taboo Advertising Help Getting Consumers’ Attention and Enhancing Memory?....Pages 190-190 Adoption of Online Direct Sales Channel by Small and Medium-Sized Enterprises....Pages 191-191 The Role of Eservice Quality: A Web2Store Shopping Perspective....Pages 192-192 Marketing Behavior Analysis of Digital Printing Channels....Pages 193-193 Price Information Search and Bargaining Behaviors: A Simultaneous Examination of their Relationships and Antecedents....Pages 194-194 The Effects of Store Environment on Shopping Behavior: New Insights Through the Concepts of Perceived Control and Motivational Orientations....Pages 195-202 Is Variety the Spice of Life? Mediating Factor Between Knoweldge and Unmet Needs....Pages 203-203 Organizational Investments in Social Capital, Managerial Coaching and Service Employee Performance....Pages 204-204 Linking HRM Practices and Service Employee Perceptions of Job Satisfaction to Perform Service Quality for Customers in Cambodia....Pages 205-209 Managing the Employee-Customer Relationship for Service Advantage: A Value-based Market Orientation Approach....Pages 210-210 Customers’ Service Evaluation: Antecedent Effects of Employees’ Customer Orientation and Service Orientation Behaviors....Pages 211-211 Strategic Proactive or Tactic Reactive? ---A Typology Portrait of Chinese Exporters by Export Motives....Pages 212-212 Global Account Management Coordination: Account Selection, Performance Measurement, and Boundary Conditions....Pages 213-213 Relevance of Corporate Branding to Employee Loyalty: A Cross Country Study....Pages 214-214 The Capability Antecedents and Performance Effects of Exploration and Exploitation Alliances....Pages 215-219 How Competitive are we? An Assessment of Knowledge Management in the Caribbean....Pages 220-220 Modeling the Impact of Salesperson Attitudes, Perceived Norms, and Behavioral Intentions on the Growth Trajectory of New Products....Pages 221-221 New Product Creativity Orientation: Conceptualization of Consumer’s View of New Product Creativty....Pages 222-222 Investigating the Moderation Effect of Opinion Leadership on Leading-Edge Users’ Innovativeness....Pages 223-223 Promotion Versus Prevention Approaches in Safe Driving Campaigns....Pages 224-224 Differences in Regulatory Fit Effects on Cognitions and Behavior When Marketing Messages Pertain to Personally Relevant Issues: The Role Of Personal Relevance....Pages 225-225 Regulatory Focus and Alternate Processing Conditons: Attribute Importance Versus Attribute Ease of Imaginability....Pages 226-229 Customers as Publics: Contemporary Service Research from a Public Relations Perspective....Pages 230-230 Modeling Soft Drink Buyers’ Preferences for Stimulant Beverages: Empirical Evidence from an Emerging Market....Pages 231-231 A Study of Outshopping Determinants: Mediating Effect of Shopping Enjoyment....Pages 232-232 Customer Value Perceptions in Global Business Markets: Exploring the Strategic Potential for Standardization....Pages 233-233 Re-Engineering a Reverse Supply Chain for Product Returns Services....Pages 234-238 Transparency of Scm-Ethics....Pages 239-239 Developing New Services in Commonwealth Countries: A Cross-National Comparison....Pages 240-240 The Moderating Effect of Self Directed Learning (SDL) Environment on the Relationship Between Boredom Proneness and Performance....Pages 241-241 Founded in 1972, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy?s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland